2040 Digital Delivers Impactful Audience Development and Engagement Strategies

You may be hearing that going social is all the rage. Some will say all companies and organizations need to make social a priority and be in every possible social channel. That social is your opportunity to create high engagement, sales and retention.

We aren’t one of those voices.

Companies and organizations need to first understand who their customers and members are and how their customers and members want to interact with them.

The benefit of the knowing will help a company or organization understand whether it should be committing resources to social and in what social channels it should be applying those resources.

Your members, subscribers and customers, like yourself, are different people throughout the day.

You may interact, consume and share news and gossip but not pieces of scientific research that you just read on an associations’ website. You may check and share sports scores throughout the day but not product information that you just read.

Audience Engagement Strategies along with the measurement of goals and success need to be highly customized and defined to your company or organization.

Tactics and approaches equally need to be customized to your audiences, your customers, your members and who and what you are.

Millennials will soon be the majority of your customers and members and represent the majority of your existing or potential revenue.

Your organization now exists in a Multi-Channel World where one customer or member interacts with you across your channels.

Each channel represents an opportunity or a point of failure with that one customer or member. Your Digital channels are no different!

Do you want to take the risk of losing that customer or member to your competitors?

It is time to recognize that all organizations need to adapt and exist in the digital universe.
The changing competitive world now includes a global digital space where your customers and members are interacting daily with the brands they love, the organizations they belong to and the communities they align with. Digital is no different. You need a Digital Strategy that sets your plans, goals and direction for high quality digital services and interaction for your audience, your customers or members.

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engage

Our Process

Fixed Price Assessment, Evaluation and Strategy Development includes:

  • Assessment of your audience and efforts.
  • Conduct market and social analysis, including review of competitor and comparative activities and tactics.
  • Develop and document strategies and tactics, tailored to your market and customer and audience demographics, that enable healthy and successful competition.
  • Maximize reach and engagement with content, messaging and conversation across social and communities.
  • Measure reach, engagement and conversation and demonstrate results.

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Case Studies and Examples

American Academy of Otolyngenic Allergy (AAOA)

  • Developed this associations digital audience development and management strategy
  • Created member and customer personas, segmentation and data measurement approaches
  • Led the development of audience targeted content and web manifestations

FDA News

  • Developed this B2B Drug and Device Publisher’s audience development and management strategy
  • Created personas, segmentation and data measurement approaches
  • Developed customer data management processes and models

CDC Million Hearts Campaign

  • Developed this government agency’s audience development and content management strategy
  • Strategy focused on Medical Practitioners need for web based education and information (Heart Disease and Stroke Risk)
  • Developed Information Architecture and Wire Frames
  • Created personas, segmentation and data measurement approaches
  • Developed customer data management processes and models

EB Medicine

  • Developed this B2B Medical Publisher’s audience development and management strategy
  • Created personas, segmentation and data measurement approaches
  • Developed customer data management processes and models
  • Revised targeted marketing processes

American Academy for Marriage and Family Therapy (AAMFT)

  • Developed this association’s audience development and data management strategy
  • Created personas, segmentation and data measurement approaches
  • Developed customer data management processes and models
  • Revised targeted marketing processes tied to new personas and targets

AMDA: The Society of Acute & Long Term Care

  • Developed this international association of practitioners’ Digital Strategy.
  • Developed a comprehensive Audience and Content Strategy.
  • Matched and mapped Audience Segments to Content and Story.
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